Preparing for its fully restored pop-culture phenomenon THE X-FILES to reenter national syndication, 20th Television called upon 2C Creative to produce a promo campaign designed to attract the next wave of fans – simultaneously capitalizing on the heightened interest around the franchise’s all-new chapters that premiered earlier this year.
20th Television Richard Dumont – SVP of Marketing & Creative Jasmine Walker – Director of Marketing, On-Air Promotions Hiroko Domes – Coordinator of On-Air Promotions 2C Creative Chris Sloan – Chief Creative Officer Eric Gardner – Writer/Producer Michael Berkman – Producer Robert Armstrong – Director of Operations Nikki Coloma – Production Manager Jeff Morelli – Editor Luis Martinez – Design Director Andy Fernandez - Designer Dmitri Zavyazkin - Designer Jessica Musumeci – Designer Ashley Hartford – Technical Operations Manager Kelly Lanman - Assistant Editor Williams Naranjo - Assistant Editor Collaborators Gregbo Watson – Comic Book Illustrator Cesar Haliwa – Sound Mixer 2C answered with three completely unique and powerful spots—each with its own way of giving the iconic series a current, relatable draw. The campaign, designed to roll out in phases, started with a bold graphic tease that juxtaposes some of the series’ quintessential iconography—UFOs, aliens, guns—and catch phrases. This next phase featured a promo themed around paranoia and redaction, with jump cuts and blurred images suggesting that the government doesn’t want viewers to see this footage Finally, the campaign’s third phase tapped real-life comic book artist Gregbo Watson, who happened to be a huge fan of THE X-FILES work with the 2C team in transforming the series’ narrative into a dynamically moving graphic novel. “As a fan of the original series, it was fun to go back and kind of reimagine what it was about— to tell the story in a completely unique way. And knowing we had the opportunity to turn a whole new generation of viewers into fans made this project that much better." - Eric Gardner Writer/Producer, 2C Creative


The latest chapter of THE X-FILES captured the attention of tens of millions of viewers around the world with its record-setting, two-night return to FOX in January. Premiering within 24 hours on FOX in the U.S. and 80 countries internationally, the series delivered more than 50 million viewers, and set new ratings records in multiple markets. Two episodes from previously aired seasons of THE X-FILES are presented Thursday’s on MyNetworkTV. Additionally, the program starring David Duchovny and Gillian Anderson airs across the country in weekend syndication.
"2C produced a strong campaign for the relaunch ’The X-Files’ into syndication and we are appreciative of the collaboration and excellence that the 2C team brought to the project. Richard Dumont, SVP of Marketing, 20th Television